WestJet's 12,000 mini miracles
Client: WestJet
Agency: In-House
Campaign Summary
To stand out during holiday season, the Canadian airlines, WestJet, built on its content marketing equity of the past three seasonsand and delivered a deeply emotional, virtual social media extravaganza in the hopes of creating not just a moment but also a movement:
- The goal—to encourage 12,000 WestJetters across the network to perform and submit (via social channels) 12,000 mini miracles (or random acts of kindness) on December 9th over a 24 hour time period.
- Starting in London, UK across to Hawaii, US each mini-miracle submitted with #WestJetChristmas was tracked...